MidBritain - Insight into the UK's Superconsumers

According to the latest quarterly research by Kantar Media, nearly half of MidBritons think that a hung parliament will have a negative effect on the UK economy. Therefore hopes still remain high that political duo David Cameron and George Osborne will lead the Tories to an overall majority. 

Conservatives lead the way amongst MidBritons but Clegg’s is neck and neck with Cameron as MidBritain’s most trusted politician

With the General Election drawing closer, the Tories have maintained their strong position when it comes to MidBritons voting intentions. 33%* say will vote Conservative, which is 12% lower than 15 months ago. Labour’ support has held firm at 15% while the Lib-Dems are in third on 12%. 18% are still undecided, while 10% don’t think they will vote.

* taken before the first election debate.

4 in 10 MidBritons believe that if the Tory’s win the election they will improve the country’s economic situation. On the other side of the coin, David Cameron’s unwillingness to say where the bulk of public expenditure cuts will fall has had a negative impact on his trust level, which has significantly decreased since last quarter from 51% to 45%*. Nick Clegg trust rating is also high at 42% while Gordon Brown lags behind on 28%.

42% of MidBritons are concerned that if the Labour Party win the election there will be further rises in tax.

Two thirds of MidBritons believe the UK’s economic situation will stay the same or get better over the next 6 months

MidBritons ratings for the stock market, employment, house prices and pension funds have all remained stable this quarter, but improved significantly compared to the same period last year.

Although the UK has finally limped its way out of recession, MidBritons are being more observant when it comes to their finances. 7 in 10 MidBritons agree that they monitor their finances more closely than they did six months ago. Only 20% think that they are not in control of their finances. 62% of MidBritons are taking longer to buy products as they are spending more time researching products and comparing prices to get the best deal.

The number of MidBritons who feel negatively about current high street prices has increased sharply, from 29% last quarter up to 41%* this time around, after the January and winter sales came to an end. This reaction repeats itself every year and mirrors exactly what happened in 2009.

This change in behaviour does not mean that MidBritons will compromise on quality. 63% tend to buy branded products if they are discounted. 65% of MidBritons look for coupons and money off vouchers before purchasing goods, which makes them increasingly open to new brands.  Only 5% of MidBritons agree that they are happier buying things on credit, reinforcing their ability to maintain financial security and live within their means.